Ideas on naming, identity & building brands.
The GAA–Allianz Sponsorship Controversy: Why Every Brand Needs an Exit Philosophy
The Gaelic Athletic Association has decided to continue one of the longest-running sponsorship relationships in Irish sport. Allianz has supported the GAA’s national football and hurling leagues for more than 30 years. The existing league agreement reportedly continues until 2030. On August 1, the GAA confirmed that its Management Committee and Central Council had reconsidered […]
Adidas Has Already Won the World Cup Final: The Brand Ecosystem Lesson for Founders
Argentina and Spain will both wear Adidas in the 2026 World Cup final. Discover what the all-Adidas matchup teaches founders about sponsorship, brand ecosystems and creating multiple ways to win.
The World’s Biggest Brand Is Having Its Toughest Tournament
What the 2026 World Cup is teaching us about institutional trust — and why perception, not just performance, is what actually breaks a brand FIFA doesn’t need an introduction. Four letters recognized in more countries than almost any other institutional mark on earth, attached to a tournament that pulls in more collective attention than anything […]
How to Name Your Startup: A Framework That Actually Works
Naming a startup feels like it should take an afternoon. It usually takes three weeks, a shared Notion doc with 200 rejected options, and a mild identity crisis. That’s not because founders are bad at naming. It’s because most people approach it without a framework — they brainstorm freely, fall in love with something, check […]
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